This document provides a summary of a webinar on tips for PPC professionals in an AI world. The webinar featured presentations by Jeffrey Baum and Frederick Vallaeys on how AI and automation are changing the role of PPC experts. They discussed how PPC professionals can use automation and AI as tools while still playing important roles as "PPC doctors," "PPC pilots," and "PPC teachers" to guide machine learning systems. The webinar provided examples of how PPC professionals can create their own automation using tools like Google Ads scripts to monitor and improve automated processes.
4 Steps to ABM Success with Predictive AnalyticsInfer
Infer and Engagio are teaming up to demonstrate the powerful intersection of Account-Based strategies and Predictive Analytics.
In this webinar you’ll hear real-world examples of how to:
• Account selection & prioritization
• Finding lookalike net-new Accounts
• Activation & campaign execution
• Measuring success
How to Build and Distribute Personalized Content Experiences for ABM and Even...Uberflip
ABM is all about prioritization and engagement; prioritizing your top accounts, and organizing content to engage and educate accounts. In this session, Francesca Krihely, Director of ABM and Demand Generation at MongoDB, showcased the many ways she has used Uberflip as the underlying content experience tool for powering her ABM strategy to organize, distribute, and measure the impact of their content.
How to Outpace Your PPC Rivals with Competitor InsightsHanapin Marketing
So how do you do this? SEMRush’s Paul Klebanov and Hanapin’s Rachael Law will show you how to use competitor insights to reverse engineer your market and potentially lower your CPCs while remaining competitive.
Hacking Content Marketing with Predictive AnalyticsInfer
Learn simple tactics and strategies to using predictive analytics to inform your content marketing strategy. Reach the right buyers, optimize marketing spend, evaluate channel performance and make overall smarter decisions for your business.
Infer & Lattice Engines: Making a Case for Predictive Sales & MarketingInfer
Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
4 Steps to ABM Success with Predictive AnalyticsInfer
Infer and Engagio are teaming up to demonstrate the powerful intersection of Account-Based strategies and Predictive Analytics.
In this webinar you’ll hear real-world examples of how to:
• Account selection & prioritization
• Finding lookalike net-new Accounts
• Activation & campaign execution
• Measuring success
How to Build and Distribute Personalized Content Experiences for ABM and Even...Uberflip
ABM is all about prioritization and engagement; prioritizing your top accounts, and organizing content to engage and educate accounts. In this session, Francesca Krihely, Director of ABM and Demand Generation at MongoDB, showcased the many ways she has used Uberflip as the underlying content experience tool for powering her ABM strategy to organize, distribute, and measure the impact of their content.
How to Outpace Your PPC Rivals with Competitor InsightsHanapin Marketing
So how do you do this? SEMRush’s Paul Klebanov and Hanapin’s Rachael Law will show you how to use competitor insights to reverse engineer your market and potentially lower your CPCs while remaining competitive.
Hacking Content Marketing with Predictive AnalyticsInfer
Learn simple tactics and strategies to using predictive analytics to inform your content marketing strategy. Reach the right buyers, optimize marketing spend, evaluate channel performance and make overall smarter decisions for your business.
Infer & Lattice Engines: Making a Case for Predictive Sales & MarketingInfer
Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the FunnelMarketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
LinkedIn + Terminus: The Digital Solution for Account-Based Marketing - Bryan...Terminus
This deck was presented by Bryan Brown, chief product officer of Terminus, at #IHeartABM on February 12, 2018. The event, sponsored by LinkedIn and Terminus, brought together nearly 500 B2B marketing and sales professionals interested in account-based marketing.
Learn how Terminus' new integration with LinkedIn Marketing Solutions allows B2B marketing teams to run killer multichannel ABM campaigns. Get a peek at product screenshots, a breakdown of the features, and more.
Automating some of your PPC workload not only makes it easier on you, but puts those mundane and tedious tasks in their place. You've probably already done some automation with your account(s), but chances are, you haven't discovered all of these automation tricks!
Marc Poirier from Acquisio and Jeff Baum from Hanapin Marketing will list out 9 hacks to customize your automation, save you time, and boost your efficiency.
Get expert-level PPC tips like:
- Streamlining your optimization efforts with scripts.
- Cutting down on the labor of ad testing for more focus on writing and deploying ads.
- Using automated rules to save you time and manage your account more efficiently.
Account Based Marketing with Marketo - LA User Group Dec 4, 2015Josh Hill
The LA Marketo User Group discussed how to conduct Account Based Marketing (ABM) using existing Marketo features and LaunchPoint partners. With Josh Hill, Madhu Gulati (ShowMeLeads), and Prash Shenoy (Apigee).
Live Demo: Unifying Your ABM Strategy with a Single PlatformDemandbase
Account-Based Marketing (ABM) is an easy philosophy to digest, but marketers are often left wondering how to translate philosophy into execution and results. Technology seems like the obvious answer, but disparate point solutions don’t address the core issues and can often make things more complicated.
In this webinar, Peter Isaacson, CMO, and Alan Fletcher, CPO, will demo Demandbase’s ABM Platform that provides the centralized foundation needed to execute ABM effectively.
In this webinar you will learn how to:
* Use the ABM Platform as a single source of truth for your ABM strategy
* Evaluate the holistic health of your sales and marketing activities
* Elevate your strategy to achieve more pipeline and close more deals
Hack the Journey: Use AI and Data to Accelerate ABMLattice Engines
Lattice Engines and Dun & Bradstreet recently hosted a Hack the Journey event where our all-star panel of female marketers discussed the importance of ABM and how they’re making an impact on their organizations using account-centric strategies and tactics. Laura Ramos of Forrester, Meagen Eisenberg of MongoDB, Marissa Dacay of Adobe and Rebecca Stone of LiveRamp highlighted the things they’ve learned as they hacked together their own account-focused programs, where they stumbled, and what’s next for their ABM programs.
Customizing the Content Experience: Five Data Science Insights That Will Impr...Uberflip
Today’s top marketers know that simply producing content isn’t enough. That’s because—in a world of Netflix and Spotify—buyers crave content that’s eye-catching, easy to find, and personalized just for them.
In this webinar, find out how to maximize the returns from your content by improving the content experience as a whole.
You’ll learn:
- How to get 7x your current conversion rate
- One simple thing you can do today to see an 800% lift in content views
- How to implement AI to automatically boost engagement
Marketing: Do you feel like your leads are being tossed over the wall and you're not sure where they are going? Sales: Do you feel like the leads that you receive aren't targeted and "sales-ready"? If so, we can help.
Discover how lead prioritization and scoring can increase your sales. See real-world examples on how you can find your "sweet spot" and set up lead scoring that can drive superior results.
Search isn’t rocket science, but it can be much better understood with a little bit of basic science background—the classic scientific method. At the most fundamental level, the method consists of five main steps: observe, research, hypothesize, experiment and draw a conclusion. Upasna Gautam, Digital Marketing Manager, Geek Powered Studios, showed the crowd at VendastaCon how to use targeted and formulaic strategies to achieve success in gaining greater search visibility and authority within the local search space.
This one is a pdf, attached. Not sure how to convert it?
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next LevelEtumos
In this presentation from the Marketo Marketing Nation Summit 2014, Marketo Champion and Etumos Founder Edward Unthank explains how to take lead nurturing to the next level using dynamic logic, personalized suggestions, challenger/champion testing, buyer stage scoring, and more.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
Why IT Companies Fail Telling About Their Expertise?Kraftblick
Kraftblick team conducted a research and revealed the mistakes custom software development companies make while telling about their services on a website. Check out the results!
Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (...Terminus
"Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)," a presentation by Kristen Wendel, Director of Marketing Operations at VersionOne, at Revenue Summit 2017 in San Francisco
Kristen Wendel and her team at VersionOne are focused on the KPIs that really matter for ABM: awareness, engagement, marketing qualified accounts (MQAs), and opportunities. In this presentation, Kristen explains how they leverage account-based marketing and account-based sales development and measure the results of their campaigns in a meaningful way. She also gives us a behind-the-scenes look at what her team’s metrics dashboard looked like when they first started with account-based marketing versus where they are today.
The Gift of Scripts: Unwrap Their Potential For Google Ads + MoreHanapin Marketing
Scripts are, well…confusing. You might have an idea that they’re awesome and useful and will make your life easier but, where do you start? Let’s turn those overwhelming feelings into excitement, because scripts are cheap, profitable, AND easy! That’s why we have experts here to walk you through the idea behind them and how to implement.
In this presentation, Hanapin’s Jacob Fairclough and Optmyzr’s Fred Vallaeys will provide you the pro tips you need to get started with scripts, provide examples of scripts to use in Google Ads, and take it a step further with some advanced strategies as well. Don’t miss it!
You’ll learn:
- What scripts are, and why they are useful for automation in Google Ads
- Why they are better than the API solution
- Creative and unique ideas of how to use scripts
SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of ShoppingBranded3
Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.
First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.
In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns
LinkedIn + Terminus: The Digital Solution for Account-Based Marketing - Bryan...Terminus
This deck was presented by Bryan Brown, chief product officer of Terminus, at #IHeartABM on February 12, 2018. The event, sponsored by LinkedIn and Terminus, brought together nearly 500 B2B marketing and sales professionals interested in account-based marketing.
Learn how Terminus' new integration with LinkedIn Marketing Solutions allows B2B marketing teams to run killer multichannel ABM campaigns. Get a peek at product screenshots, a breakdown of the features, and more.
Automating some of your PPC workload not only makes it easier on you, but puts those mundane and tedious tasks in their place. You've probably already done some automation with your account(s), but chances are, you haven't discovered all of these automation tricks!
Marc Poirier from Acquisio and Jeff Baum from Hanapin Marketing will list out 9 hacks to customize your automation, save you time, and boost your efficiency.
Get expert-level PPC tips like:
- Streamlining your optimization efforts with scripts.
- Cutting down on the labor of ad testing for more focus on writing and deploying ads.
- Using automated rules to save you time and manage your account more efficiently.
Account Based Marketing with Marketo - LA User Group Dec 4, 2015Josh Hill
The LA Marketo User Group discussed how to conduct Account Based Marketing (ABM) using existing Marketo features and LaunchPoint partners. With Josh Hill, Madhu Gulati (ShowMeLeads), and Prash Shenoy (Apigee).
Live Demo: Unifying Your ABM Strategy with a Single PlatformDemandbase
Account-Based Marketing (ABM) is an easy philosophy to digest, but marketers are often left wondering how to translate philosophy into execution and results. Technology seems like the obvious answer, but disparate point solutions don’t address the core issues and can often make things more complicated.
In this webinar, Peter Isaacson, CMO, and Alan Fletcher, CPO, will demo Demandbase’s ABM Platform that provides the centralized foundation needed to execute ABM effectively.
In this webinar you will learn how to:
* Use the ABM Platform as a single source of truth for your ABM strategy
* Evaluate the holistic health of your sales and marketing activities
* Elevate your strategy to achieve more pipeline and close more deals
Hack the Journey: Use AI and Data to Accelerate ABMLattice Engines
Lattice Engines and Dun & Bradstreet recently hosted a Hack the Journey event where our all-star panel of female marketers discussed the importance of ABM and how they’re making an impact on their organizations using account-centric strategies and tactics. Laura Ramos of Forrester, Meagen Eisenberg of MongoDB, Marissa Dacay of Adobe and Rebecca Stone of LiveRamp highlighted the things they’ve learned as they hacked together their own account-focused programs, where they stumbled, and what’s next for their ABM programs.
Customizing the Content Experience: Five Data Science Insights That Will Impr...Uberflip
Today’s top marketers know that simply producing content isn’t enough. That’s because—in a world of Netflix and Spotify—buyers crave content that’s eye-catching, easy to find, and personalized just for them.
In this webinar, find out how to maximize the returns from your content by improving the content experience as a whole.
You’ll learn:
- How to get 7x your current conversion rate
- One simple thing you can do today to see an 800% lift in content views
- How to implement AI to automatically boost engagement
Marketing: Do you feel like your leads are being tossed over the wall and you're not sure where they are going? Sales: Do you feel like the leads that you receive aren't targeted and "sales-ready"? If so, we can help.
Discover how lead prioritization and scoring can increase your sales. See real-world examples on how you can find your "sweet spot" and set up lead scoring that can drive superior results.
Search isn’t rocket science, but it can be much better understood with a little bit of basic science background—the classic scientific method. At the most fundamental level, the method consists of five main steps: observe, research, hypothesize, experiment and draw a conclusion. Upasna Gautam, Digital Marketing Manager, Geek Powered Studios, showed the crowd at VendastaCon how to use targeted and formulaic strategies to achieve success in gaining greater search visibility and authority within the local search space.
This one is a pdf, attached. Not sure how to convert it?
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
Marketo Summit 2014 - How to Take Intelligent Lead Nurturing to the Next LevelEtumos
In this presentation from the Marketo Marketing Nation Summit 2014, Marketo Champion and Etumos Founder Edward Unthank explains how to take lead nurturing to the next level using dynamic logic, personalized suggestions, challenger/champion testing, buyer stage scoring, and more.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
Why IT Companies Fail Telling About Their Expertise?Kraftblick
Kraftblick team conducted a research and revealed the mistakes custom software development companies make while telling about their services on a website. Check out the results!
Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (...Terminus
"Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)," a presentation by Kristen Wendel, Director of Marketing Operations at VersionOne, at Revenue Summit 2017 in San Francisco
Kristen Wendel and her team at VersionOne are focused on the KPIs that really matter for ABM: awareness, engagement, marketing qualified accounts (MQAs), and opportunities. In this presentation, Kristen explains how they leverage account-based marketing and account-based sales development and measure the results of their campaigns in a meaningful way. She also gives us a behind-the-scenes look at what her team’s metrics dashboard looked like when they first started with account-based marketing versus where they are today.
The Gift of Scripts: Unwrap Their Potential For Google Ads + MoreHanapin Marketing
Scripts are, well…confusing. You might have an idea that they’re awesome and useful and will make your life easier but, where do you start? Let’s turn those overwhelming feelings into excitement, because scripts are cheap, profitable, AND easy! That’s why we have experts here to walk you through the idea behind them and how to implement.
In this presentation, Hanapin’s Jacob Fairclough and Optmyzr’s Fred Vallaeys will provide you the pro tips you need to get started with scripts, provide examples of scripts to use in Google Ads, and take it a step further with some advanced strategies as well. Don’t miss it!
You’ll learn:
- What scripts are, and why they are useful for automation in Google Ads
- Why they are better than the API solution
- Creative and unique ideas of how to use scripts
SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of ShoppingBranded3
Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.
How to Start Using Scripts [+Prebuilt Templates Included]Hanapin Marketing
Scripts can be overwhelming to start, but they are the easiest and most profitable way to automate your tasks on a predefined schedule. No computer science skills needed. If you can use Excel, you can understand a script. In this session, Hanapin’s Associate Director of Analytics, and Optmyzr’s Co-Founder, Fred Vallaeys, will give you the pro tips on how to get started with scripts and provide prebuilt examples you can use.
In today’s market, traditional media companies must adapt to the digital environment to grow their market share. It's a major challenge for media companies to efficiently identify quality leads, while both lowering the cost of acquisition and increasing their conversion rates.
Join George Leith as he discusses how marketing automation helps you to identify hot leads and improve your sales process with information that's tailored to your prospects.
Top 10 Tech Hacks for SMEs focused to enhance CXSwaransoft OÜ
This presentation is intended to address the desires of SMEs to use digital tools & strategies to up scale their business for enhancing productivity. The core of this revolves around CX which is Customer Experience. By 2020 it is predicted that CX will overtake price & product as key brand differentiator. This presentation was delivered during a session in Udaipur to Financial Planners Guild India members.
#FPGI2018 #FinancialAdvisors #Udaipur
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
"Come sfruttare l'automation in Google Search" Piero Marlia - GoogleAdplify
Google Ads si è evoluto molto negli ultimi anni grazie agli avanzamenti del Machine Learning e al tentativo di avvicinarsi sempre di più ai bisogni degli inserzionisti. Scopriamo quali sono le best practice di utilizzo dell'Automation in Google Search al giorno d'oggi e come massimizzare la performance delle vostre campagne.
Join us as Acquisio’s Beth Thouin and Hanapin’s Jeff Baum dive into the complexities of machine learning and discuss strategies to discerning which of your PPC tasks you should take yourself and which you should let a machine help you out with.
Frederick Vallaeys, CEO of Optmyzr spoke at Friends of Search 2019 in Amsterdam.
Who doesn’t want to get more results in less time? Thanks to massive technological advancements in machine learning and AI, that goal is now more achievable than ever. This session is for PPC Rockstars (or aspiring ones).
You will learn:
Why we are at the dawn of a PPC revolution
3 ways PPC is better when humans and machines work together
How to start today with powerful scripts to regain total control over Google Ads
This session will cover practical examples related to core PPC functionality including:
- Bid management
- Budget management
- Keyword match types (and close variants)
- Reporting
You will receive a few free copy-and-pastable Google Ads Scripts in this session.
Apple Search Ads Workshop in Mobile Growth Summit San Francisco 2020 Fouad Saeidi
In Mobile Growth Summit San Francisco in Feb this year, Yekta and I went over the best practices for Apple Search Ads and the world-class optimization techniques on scaling national and global campaigns:
Full Presentation here: https://bit.ly/2UZZwwx
Once upon a time, buying ads on Google & Facebook was easy (& profitable!). But over the years, it got complicated (& expensive!). Luckily, there’s ONE game-changing & still under-the-radar source of competitive advantage that any advertiser can access with little/no cost… though almost none do (yet). This session explores the wonders of Google & Facebook’s own “native” machine learning engines, and how advertisers can win by interfacing with these “algobots” more intentionally…and better “training” the machines to drive better/faster/cheaper advertising outcomes. This session is for the paid media professional (or enthusiast!) that would like a strategy to improve ROAs, scale spend beyond a plateau or otherwise have a competitive edge in the auctions.
Are robots about to take over the world? No, but if you let them, they can transform your marketing through automation.
This month our webinar was all about marketing automation. We focused on the good “robots” can do, and the many services and programs available to help make your life a little easier as a marketer. We were joined by Jon Reese, the director of digital marketing for ADP, as well as Fluid’s own Digital Marketing Director, Dustin Cederholm.
Careers In Search Engine Marketing (SEM) - SEM Tutorials & Programs by Learning Catalyst. Search Engine Marketing is an integral part of digital advertising today
Utilizing Marketing Automation and Artificial Intelligence Boundify
Join us for our ninth Greenville HUG meeting of 2023 and discover how marketing automation and AI can revolutionize your marketing efforts and improve efficiency, get insights about resources and best practices for integrating marketing automation and AI within the HubSpot ecosystem.
HP and MindFire Presentation at Dscoop9: Integrating Print in Marketing Campa...mindfire.agency
Gershon Alon, Workflow Solutions Manager at HP Indigo and Joe Manos, MindFire's Executive Vice President, hosted an education session called, "How to Use Marketing Automation to Seamlessly Integrate Print into Digital Marketing Campaigns."
They presented information on how you can use marketing automation technology to generate high-profit recurring print revenue by making direct mail an integral part of your customers’ marketing campaign workflow.
Similar to Thriving in an AI World: Tips for PPC Professionals (20)
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
3. HELLO!
I am Frederick Vallaeys,
Cofounder of
Follow @SiliconVallaeys or
read my blogs on
Search Engine Land
3
4. About Hanapin
Hanapin also produces PPC Hero and Hero Conf
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
5. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets, or use the
webinar question box to send us
questions.
6. How much are you
currently using
automation/AI?
A. I use most available automation
features.
B. I use a balanced mix of
automation and manual
features.
C. I rarely use automation
7. AI is 50+ years old. Why is it a big deal today?
2019
20031950s 1960s 1970s 1980s 1990s
Moore’s Law:
Performance doubles roughly every 2 years
8. Machines don’t need us anymore
Machine learning can now learn without the input of human experts
AlphaGo
Year 2016
Technique Studied 100,000 human
games
Time Months
Cost ~$250 million
Outcome Beat the world champion 4-1
AlphaGo Zero
2017
Played against itself 30
million times
Days
~$25 million
Beat AlphaGo 100-0
9. But we’ve seen this before...
In 1997, world chess
champion Garry Kasparov is
defeated by Deep Blue,
IBM’s supercomputer...
10. -Garry Kasparov
AI Alone Is Not the Answer
“A supercomputer like Deep
Blue was no match for a
strong human player using a
relatively weak laptop.”
16. Each platform has its own tools to
automate account management
Level 1: Automate the PPC Engines
● Smart bidding
● Smart campaigns
● RSAs
● Close variants
● Similar audiences
● Bumper ads
21. Your Automation Controls Google’s ML
Your automation could be as simple as an automated rule that
sends an email if some condition goes out of bounds
22. Tools to Create Your Own Automation
Solution Cost Benefits
Ad Scripts Low start-up cost
Ongoing maintenance cost
Great for prototyping
Quick to build something new
Can be used by tech-savvy marketers
API Higher start-up cost
Ongoing maintenance cost
Requires engineers
Scalable
Reliable
Full-featured
3rd Party Tool Ongoing license cost
No maintenance fees
Plug-and-play
Newest best practice are automatically
added
24. 2018
Close Variants:
Same meaning
for exact match
2017
Close Variants:
Word order and
function words
2010
Modified Broad
Match
2014
Close Variants:
Typos, Plurals,
Stemmings
Google Ads Match Types Timeline
2019
Same-meaning
close variants for
PM, BMM
25. Get the code: http://bit.ly/CloseVariants
Use Ads Scripts to Automate Close Variant Monitoring
26. Automatically Remove Bad Close Variants
Could we enhance this reporting script so it automatically adds negative
keywords for bad close variants?
● When the query underperforms the keyword
● When the query is too different from the keyword
27. Google Ads Scripts to the Rescue
1. Copy the code that someone else already shared
2. Make your own customizations
3. Put your new custom automation on auto pilot
Here’s the code to add a negative KW to an ad group:
>> adGroup.createNegativeKeyword(“a new broad negative
keyword”);
28. Levenshtein Distance
A numerical score of how close the query
is to the keyword.
Add one point for every:
● letter that is changed
● letter that is deleted
● letter that is added
A bigger score means a bigger difference
PAJAMAS 0
PJAMAS +1
PJMAS +1
PJAS +1
PJS +1
=
4
Example: What’s the score to
go from pajamas to pjs
How to Determine How Different a Close Variant is?
29. Fix Close Variants With ‘Automation Layering’
Exact Match Close Variants
Rules Based Negatives
The Problem:
Eliminate undesirable Close Variants
The Solution:
Add an automated rule that adds
negative kws
30. The PPC Manager Role is Evolving
Transition to a role that complements, rather than competes with automation
Pre 2019
● Crunching numbers
in spreadsheets
● Making manual
changes in slow
tools
2019 and beyond
● Setting Goals
● Picking automations
● Teaching the machines
● Monitoring automations
● Leveraging insights across
platforms
● Troubleshooting
31. Learn more in my recent book, available
on Amazon for Kindle and in print
38. Creating Your Own Customer Journey Map
Your Ideal
Customer
Customer’s
Goals Conversion Path
Your Marketing
Channels
Your Data
Conversion
Obstacles
39. Tips for How to Act Strategically in your Day to Day
● Figure out what’s working & double down.
● Figure out what’s not & fix or eliminate.
● Determine your gaps & fill.
● Figure out what’s next.
46. Tips for Being a Great Business Storyteller
● Use results to communicate learnings. Be
visual!
● 80% focus on the future (What could it
look like? What’s the opportunity? What’s
needed to get there)
● Make emotional connections.
47. For our webinar
attendees today:
A. I’d like to be entered to win a
Kindle code for Fred’s book.
B. I’d like information on Hero
Conf.
C. I’d like an early release of the
State of PPC report.
D. All of the above.
E. No, thanks.
Freds Book: Digital Marketing in an AI World: Futureproofing your PPC Agency
Stephanie
Hanapin Marketing is an industry-leading digital marketing agency. We focus on complex businesses – meaning we manage campaigns for multiple brands, regions, and/or service lines - and increase their market share by finding and executing new opportunities.
Our solutions include paid search, paid social, shopping, and programmatic.
If you want to learn more about how we serve these types of businesses, you can go online to www.hanapinmarketing.com/complex-businesses.
In addition, we run the world’s most popular PPC blog, PPC Hero and conference series, Hero Conf.
4R/T Mars → 1-way Neptune, 5th farthest planet
Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
Teams of human plus machine dominated even the strongest computers... a chess-specific supercomputer like Deep Blue was no match for a strong human player using a relatively weak laptop.
The real value PPC professionals bring is their ability to be strategic. Only a human can take the vast amount of data available and turn it into a money making plan of action.
A plan of action to achieve an overall aim
An overall approach.
Strategy determines the types of tactics to be employed and in which manner to utilize those tactics
Low hanging fruit is gone. There’s no more ‘easy wins’.
Complexity of marketplaces, businesses, & ppc
Stakeholders want learning’s they can apply across all their digital marketing channels.
Gather the facts. What’s happening both internally & externally that’s affecting performance
How do you want to approach your ppc?
Are your goals and objectives clear and easy to understand?
Create your plan accordingly
What is your organization/client strong at? What can be leveraged?
Where are their weaknesses? Product? Skill gaps? Market positioning?
Where are the opportunities for growth and improvement?
What’s in the way? What are the showstoppers?
One of the biggest hurdles to being strategic is not having a full understanding the customer journey. Do you fully understand both your customers internal journey from consideration to conversion and how they’re interacting with the experience your creating for them? Creating a customer journey map allows you to see your business from your customer’s point of view and how they’re behaving at various points throughout the conversion process. By creating a picture of what your customer’s journey looks like and how they’re interacting within each stage of it, you can prioritize and optimize your marketing channels and the relationship between them accordingly.
Here’s a diagram of of the key elements of a customer journey map and how you go about putting one together.
•Create your ideal customer based on key facts and research available to you. For instance, based on research and data is your ideal customer females 35-44 who are moms that work full time, love to cook, and workout?
•Your customers goals. Understanding what their goals are. What do they want out of their customer journey? Is it just to buy something or create a relationship with a brand? Are they counting for your brand or service to be there for them?
•What’s their conversion path? How do they get from point A-B. What marketing channels are they using and how are they’re expectations when interacting with these channels? Your analytics should be able to tell you this.
•What’s the roadblocks to conversion?
Tips for conducting yourself and communicating strategically.
A plan without execution is just empty words.
The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
The RTLS approach: We use this approach at Hanapin but you can adapt to your specific needs. https://www.hanapinmarketing.com/what-we-do/our-approach/
Simply, stories are very engaging. Whether you are using a story in a pitch, an advert etc, you are less likely to lose your audience's attention. This is why public speakers frequently begin presentations with stories.
Stories are also highly structured forms of communication so they help with the audience's understanding.
A key part of your role is to communicate what the ppc program is all about. The better you can tell the story of ppc, more influence you’ll garner. The more influential you are, the more budget your liable to win. This puts you in a position to be more innovative and to be more equipped to push the boundaries of success. The more you can successfully push the boundaries of success, the better positioned you are to accelerate your career.
High level stakeholders are future focused and want to learn. You can communicate results in written form. However, to tell a more powerful story, use results to explain what’s been learned, what the future could look like, and connect to your stakeholders emotionally. By finding the triggers that make that make your stakeholders react positively towards you, the more you’ll be able to accomplish.
Jeff
Hero Conf: You can sign up to receive emails with more information about Hero Conf. We have a conference in London as well as the US - the 2020 conference is slated for Austin. Fred will actually be presenting at this year’s Hero Conf London.
State of PPC report: You can also register to get an early release of the State of PPC report. This is an annual report from Hanapin Marketing that combines data from hundreds of digital marketers about the current and future landscape of paid advertising.